# Customer loyalty: what it is and how it works · Zorraquino
> Customer loyalty work aims to maintain valuable relationships with customers through experiences, service and offers that encourage them to stay.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/loyalty.html

# Customer loyalty

Customer loyalty work aims to maintain valuable relationships with customers through experiences, service and offers that encourage them to stay

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can include personalisation or specific programmes, but it depends on the value received over time. Retention, satisfaction and behaviour should be measured alongside service costs. Staying because of exit barriers does not show a positive relationship.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Variants and linked concepts

- **Member get a member.** Referral programmes can reward a customer for inviting someone else. They should control the quality, transparency and sustainability of the incentive.
- **Loyalty programmes.** A loyalty programme offers conditions or benefits to encourage continuity. It should provide value and be evaluated alongside its costs.

## Related concepts

- [Digital marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/digital-marketing.html)
- [Account-based marketing](https://www.zorraquino.com/en/dictionary/account-based-marketing)
- [AIDA](https://www.zorraquino.com/en/dictionary/digital-marketing/aida.html)